Exploring the Influences of Social Media Advertising of Purchase Intention on Purchase Intention: A Test of Electronic Word of Mouth as a Mediator in Pakistan

Abstract

The research aimed at analysis of the impacts of Social media advertising in creating the positive E-WOM of fast food purchase intentions for consumers in Pakistan. The objectives of the research are to evaluate the relationships of social media advertising with electronic word of mouth and purchase intention of fast food in Pakistan. The sample size of this particular research is around 384 consumers which are decided as per the guidance of Krejcie and Morgan (1970), but only 340 received survey questionnaire are included in the research. Moreover, the regression and correlation analysis are applied to analyze the collected data. The findings of the research validated the stated assumptions that SMA has a significant and positive relationship with both electronic word of mouth and purchases intention. Future research implications of the study increase the ability to manage electronic word of mouth of the fast food brands successfully with right content and generating positive attitudes to affect the purchase intentions of the consumers of fast food in Pakistan. So that, electronic word of mouth content can create information on social media that can influence purchase intentions of fast food consumers.